Mak brand planning believes t亮校hat the establishment 說兒of brand is a competitive 資什strategy, in order to preven視空t other people's product可又s to replace their 雨工products, enterprises will try thei內花r best to establish the女媽ir own brands, in order to better c市廠ontrol the market. It can be said tha知務t the emergence of brand 是電is the result of competition. B能生rands, like animals and plants, also 草白undergo a process of birth, growth外美, maturity, and decline. The chan藍兒ge regularity of the driver and服老 other animal life, from bir工個th, growth to matur火內ity, finally to declin外友e. Brand life cycle is the bran南草d's market life. Products through re理報search and develop業做ment, test marketing, and then en好業ter the market, and gradually for體業med a certain influence, resulting 長小in a brand. Then, o藍懂n this basis, step by step growt煙輛h, until the end product生玩 falls out of favor in the為街 market, the brand no lo書校nger has influence.
Summary
Brand life cycle refers to子道 the market life cycle of brand.林樂 It includes five stages: 房大incubation perio拍高d, immature period, growing近市 period, mature stage and decl外影ining stage.
The incubation period城數 of a brand refers to the民校 process in which the brand ente機的rs the market with the 是日product or the enterprise and is perce內著ived by the overwhelming majori工信ty of the target market con就坐sumers;
The immature period of a brand means 我明that the brand has been generally rec離歌ognized and understood by the targe刀鐘t market consumer習們s, but it has n她一ot yet been recognized by most少明 of the target market consumers;
Brand growth period refers to a certa離呢in amount of consumers' cons近木umption has been repres請報ented in the familiar brand p拍公roducts are satisfied, or u見店nderstand the br月到and through other ways, so as看村 to have a sense of identity and a se白說nse of trust in the 謝錢brand, this sense of ident海美ity and sense of tr哥爸ust propagation through a certain 友飛way and eventually become機店 social diffusion. Consen文市sus;
Refers to the maintena離書nce of the mature brand with high都業 visibility of the br著紅and, and with the change of intern得窗al and external藍煙 environment and consta農站ntly improve its good brand image, i家朋mprove the process of the匠歌 target market consumer awarenes亮紙s, brand recognition and trust山鐘 degree;
Brand recession refers t輛這o the process of brand exit fro喝得m the market.
Brand life cycle incubation p水那eriod
As brands and products ar做有e two different concepts, many brand雨現s may be accompanied 市如by the growth and decli如計ne of products, but more刀錯 brands, products, bosses ch紙鐵anged several gen開匠erations, but the brand is still空們 that brand. Like Genera廠吃l Motors, Ford, Panasonic朋自, the emperors of the Ming 妹謝Dynasty and the Qing Dynasty were in th白街is situation. The focus of the p兒年roject will be discussed with the b什制rand. Brand brand is still in 短兵the incubation period was the main w家光ork stage, this stage is in the des數森ign, production, sales物電 of coordination between, make full喝山 market investigation, to ens拿也ure that the product c都答an meet the needs of con動低sumers, popular in the mark人錯et.
Some people believe that this period現房 of research and deve問看lopment of produ關林cts should be as much as po土行ssible, the market research s用可hould be as meticul體司ous as possible. O舞為nly after ensurin數說g that the product has a cer妹音tain advantage can y吧遠ou push it to the market微都, otherwise it will be diffic年謝ult to build brands. The i不可ntroduction of new 家劇products is ult坐電imately risky, so為高 many enterprises have to conduct 街冷careful marketing r為家esearch on prod購得ucts in order to minimize r紅紅isks. In order to really un房工derstand the market, a Jap銀作anese car factory sent 子姐their research team to li很數ve in a village. The task of the草亮se people is to evaluate the d照睡riving environment of a ca器微r. They let residents u年數se their cars to understand些坐 the information th麗機ey feed back, and then不舞 integrate the information into the s黃懂tudy. The Benz Corp has designed tal裡得ent for better quality and lower cos哥我t, and has recruit是船ed talent, and even i腦討nvited specialist生化s in fluid power, such as Ame著跳rican psychologists, psych雪市ologists, businessmen, etc廠船.. New models f要女rom research, design, to make models, e議光ach link, each pa飛文rt must be measured and tested w個男ith the most scientific i老靜nstruments, and些影 fine to measure the air 文畫resistance coefficient when movi照校ng. When the car is smaller than the ol和大d, more secure, more strong, new model請慢s more comfortable Benz aft如科er the listing, orders poured. The hug動靜e manpower and material resources 信現invested by Benz Co煙件rp for its produ如樂ct innovation make i音年t get a great return from the m頻報arket. Its market sha紙會re is continuously i討月mproving, and its com爸商petitive power is becoming stronger 也上and stronger.
However, in the mark少低et competition, the opportu和做nity is very valuabl作但e. Therefore, the ot又志her view is that the market is 街空changing very rapidly and can not可朋 tolerate too much int爸輛ensive product resear事村ch. If the development period is 林林too long, when the product i謝房s developed, it may be作土 outdated products. The些鄉refore, as long as have近湖 the basic conditions, you can 相筆put the products into t費藍he market, then acc舊錢ording to consumer feedback to 舞公reform, such a step by st都森ep to make products兵資 tend to stereotypes, the brand will b好些uild up. Although there ma黃房y be some confli從員cts among consumers, it will event術能ually be accepted by cons如筆umers.
Brand life cycle
From the incubation period to the 樂答growth phase, the brand need睡林s to gradually increase investment to音地 make it grow and develop gradually. A知但t this point, the q的煙uality of the produc新山t that represents the brand must be f慢小ully guaranteed. After-sale也為s service should pay attention to per明熱fection. Advertising, 草我promotion and other brand packaging風計 methods can be use可離d in combination腦就. In short, the mai外睡n goal of this period is to build m低鐘omentum and pre窗道pare for its growth問下. This stage re在笑quires a large number of p通票romotional activities, suppleme匠放nted by a certain 科雪advertising campaign.
I. excellent func我現tional quality
As a brand carrier pr冷雪oducts, must have good functiona光黃l quality, that is, i的機n this regard, there 物店are places to attract consume妹銀rs. This is the most basic condi鐘兒tion for a brand to succeed. A sa那和mple, for free use by c一日onsumers, will be difficult if cons飛著umers find that they are unable煙謝 to meet their needs